Q: I am trying desperately to break into writing catalog copy but have no earthly idea how to contact business-to-business catalogs or retail catalogs. What is the best approach for a freelance writer to do this? Any information would be greatly appreciated.
A: I highly recommend everything in the Freelancing section first. This will help you get everything ready to go for your first project.
You can also go to your local library and look at the current Standard Directory of Advertising Agencies. It's usually in the reference section of the library because it costs about $1,000. But most local libraries have a copy so be sure to take plenty of change with you to make copies.
This guide gives you agency details such as the Creative Director's name, contact info and other essential staff. It also tells you what type of work they mainly handle. This can help you identify agencies that handle the exact type of work you're looking for, in this case writing catalog copy.
Don't limit your search to your local area either. Look for cities and states around your area or even across the country. It's a lot of research but it's vital for you to find the opportunities you're searching for.
Once you have a list of Creative Directors you want to approach, you'll be selling yourself as a catalog copywriter. You'll be creating your own ad campaign that promotes you.
Don't be shy about naming their clients and your experience writing catalog copy in your materials. You want them to know exactly what you're after and how you're the best freelancer to handle the project.
Your goal here is to be very specific and not just introduce yourself as a freelance copywriter looking for work. Most agencies have other clients they produce materials for so they'll also have print ad, brochure, commercial work, etc. But since you are wanting to get in on writing catalog copy, and on a regular basis, go for this opportunity right there in your introduction to the Creative Director.
You may also run across a specific catalog you'd like to write copy for. Many of these catalogs have the printer's name on it. Do some research to see if these printers write copy or simply print the catalog.
If they do write the copy for certain clients, you can contact this printer directly to let them know you write catalog copy. While this may not get you directly to the company you want to write catalog copy for, it can open the door for you to start getting regular assignments in this area.
Most of the bigger companies have specific people, such as an ad agency or their own in-house agency that will handle the catalog copy. For in-house agencies, you can contact the company directly. Most of the time, in-house agencies don't farm their materials out. But you may get lucky and contact a company who's looking for a little extra help, whether someone's on vacation, they need extra holiday help, etc.
In-house agencies usually have a Creative Director. They tend to function just as a full-service, outside agency does. They just happen to be employees of this one company and write materials for them exclusively.
Contact them the same way you would a Creative Director for an outside ad agency. You will definitely be very specific in your materials to them since the in-house agency is a part of the company you want to work with. Name their products, services and how you feel you can benefit them.
No matter what your approach, be persistent and don't give up. Do reach out to several companies at one time instead of waiting for one company to get back to you. The more you're getting yourself out there, the faster you'll be on your way to landing that project and writing catalog copy as a freelance copywriter.